CASE STUDY

Eureka Tortilla

A packaging refresh that clarified differentiation, elevated credibility, and delivered 25%+ Increase in Sales & Repeat Purchase

Identity Design, Packaging Design, Messaging + Hierarchy, Retail Readiness

Services

Stronger shelf presence, positive buyer feedback, 25%+ Lift in Velocity & Repeat Orders

Outcome

Brand identity and full packaging system redesign — evolving from a basic label on a clear bag to a retail-ready brand presence

Scope

Look established on shelf, stand out in a crowded set, and clearly communicate product differentiation

Goal

Audience

Retail buyers and shoppers who need to immediately understand why this brand matters

25%

improvement in velocity, reorders, and engagement after relaunch

AFTER

BEFORE

Packaging of Eureka blueberry and maple flour tortillas with blue berries scattered around.

The brand's early branding and packaging — a simple label on a clear bag — may have been fast to launch, but it didn't signal credibility or highlight differentiation. In a crowded set, it blended in when it needed to interrupt.

THE STARTING POINT

The product had something worth noticing, but the branding and packaging weren't communicating it. The result was a shelf experience that felt underdeveloped and a brand impression that didn't match the quality inside the bag. The original packaging looked amateur and didn't showcase product differentiation — exactly the kind of friction that makes it harder for shoppers and buyers to immediately understand why this brand matters.

THE CHALLENGE

We developed new branding and packaging designed to do three things immediately: look established, so the brand shows up with confidence and credibility; stand out on shelf, through stronger hierarchy and more distinctive visual presence; and clarify differentiation, making the "why buy" obvious at a glance. This was a packaging-led transformation — elevating perception and sharpening communication without losing the simplicity that helped the brand launch quickly.

OUR APPROACH

“The packaging we originally launched with before working with Buttermilk was a basic label on a clear plastic bag, which looked very amateur and did not showcase our product differentiation. The Buttermilk team developed new packaging which made us look much more established and made us stand out more… exactly what we needed!”
— Henri Revel, Founder, Eureka Tortilla
Several rice cakes topped with blueberries, peanut butter, and jam, with some blueberries and peanut butter drizzled on the side, and a package of Eureka blueberry and maple flavored rice cakes in the center.
Person spreading peanut butter on a tortilla with a butter knife, with more tortillas and a container of peanut butter on the table, along with a glass of water and some packaged flatbreads.
Several round, flat, textured rice cakes topped with whipped cream, colorful sprinkles, and green peppercorns, with Eureka bagel seasoning packages centered among them.
A hand holding a cinnamon horchata flavored tortilla chip in front of a package of Eureka Cinnamon Horchata tortillas, with cinnamon sticks placed on a flat surface below.
Multiple individual pizzas topped with smoked salmon, cream cheese, red onions, capers, and herbs arranged on white surfaces.
Two grilled chicken wraps with sliced vegetables inside, garnished with microgreens, served with lemon wedges on a blue and white plate.